Resumen de Consumer Engagement. Una revisión crítica

Joaquín de Aguilera Moyano, Miguel Baños González , Francisco Javier Ramírez Perdiguero

• español

  No existe consenso en la definición y naturaleza del término engagement, tan utilizado en comunicaciones de marketing. En este trabajo se realiza una exhaustiva revisión bibliográfica para elaborar una definición y establecer su naturaleza y alcance.

• English

  There is no a general agreement on the definition and natures of engagement, a concept very frequently used on marketing communications. An exhaustive bibliography review has been done by the authors of this work, both in order to elaborate a clear definition as well as to establish its nature and reach.